• Management & Information Systems Review
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• v.23
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• pp.99-134
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• 2007

In recent years there has been much emphasis on the need for service firms to develop an organizational culture which facilitates the successful implementation of marketing activities. This study examines the relationship among marketing culture, service quality, customer satisfaction, and customer loyalty in fast food service firms. The results of empirical analysis can be summarized by the following: First, marketing culture(employee service quality, interpersonal relationships, selling task, organization, internal communications, innovativeness) had a significant direct effect on service quality. Second, marketing culture(employee service quality, selling task, internal communications) had a significant direct effect on customer satisfaction. It had also a positive, significant indirect effect on customer satisfaction through service quality. Third, service quality had a significant indirect effect on customer loyalty through customer satisfaction. Therefore, the results of the study provide the practical implication for establishment of service firms' marketing strategies, related to marketing culture.

• Korea Journal of Hospital Management
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• v.15 no.3
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• pp.33-46
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• 2010

Recently, the needs for marketing activities is increasing of the hospitals, but there are no such measurement for the efficiency and the effectiveness of the marketing activities. Thus, the research aims to suggest the necessity of approach method which can combine the efficiency and the effectiveness of the marketing activities both systematically and comprehensively in line with examining the current status of marketing capability of hospitals in Korea. From the research findings, it is known that, in respect of financial performance, hospitals in Korea should establish the plan and implement accordingly in order increase both the sales revenue and profit ratio in contrast to the sales revenue through strengthening the internal marketing activities rather than the external marketing activities.

• Journal of Korea Port Economic Association
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• v.18 no.1
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• pp.159-186
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• 2002

As the competition among ports emphasizes container cargo nowadays, it is essential for Incheon Port to respond wisely to the trend. But the timely establishment of basic logistics infra for the attraction of container cargo is delayed in comparison with rival ports; marketing activity is also depressed. Furthermore the understanding and the effort for the marketing of the institutions and businesses concerned with Incheon Port are less than sufficient. The marketing research for customers who are the basis and axis of marketing activities is almost wholly lacking. Things investigated by rival ports and external research institutions differ much in statistic according to the persons who cite them. As the study of port marketing is very theoretical and general, its application to reality is so much restricted. Therefore, this thesis considers ways for the main group of marketing to think and behave, from the viewpoint of shipping agents and the owners of cargo - the practical using group of Incheon Port. This thesis aims to deliver the systematic information and consistent view concerned with marketing.

• Management & Information Systems Review
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• v.21
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• pp.169-187
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• 2007

Today, the principle of competition is being applied to Non-profit sector also. It is necessary for relevant persons in charge to learn the knowledge and technique about marketing technique endlessly in connection with the development of donor out of the development of social welfare resource which is being embossed as main pending problem at the point of time when the role of private sector about welfare service increased and the criterion of competition and evaluation among institutions was introduced. Especially, as for the application of marketing technique to utilize internet to have big marketing potential, the efforts for the realization and application of positive marketing to be suitable for the real situation of each institution is necessary in connection with the donor development of social welfare institution. In this study tried to examine the charge of method to develop donor which is based on the development of information technique and the popularization of internet from the viewpoint of internet marketing and suggest the basic data about the present situation of donor marketing to use the effective scheme for internet marketing.

• Asia Marketing Journal
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• v.22 no.3
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• pp.29-50
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• 2020

Although companies perform societal marketing activities across different cultural regions, previous research was predominantly centered on a specific cultural region-the West. To address this limitation in the literature, the current research examines societal marketing in the Chinese market considering cultural characteristics. China has become the largest market in the world with great potential growth for its vast consumer base. Since there is heterogeneity among regions in China, it is imperative to divide China into several markets for better understanding. Thus, this study investigates different responses of Chinese regional (coastal vs. inland) consumers toward Cause-related Marketing (CM). Our findings reveal that Chinese consumers, in general, prefer utilitarian CM products compared to hedonic CM products, which is the opposite result of findings of the previous research. Further, this was truer for consumers in inland regions, while coastal consumers did not display any preference by product type. The academic and practical implications, limitations, and directions for future research are discussed.

• The Korean Journal of Health Service Management
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• v.7 no.3
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• pp.45-55
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• 2013

Cosmetic products are high value-added ones, and characterized by short life-cycles and income elasticity. Since most cosmetic products are procured through consults with salespersons, it is necessary to have detailed knowledge about basic cosmetics. In this paper, a possible relationship marketing strategy is suggested using the results of examining the effects of relationship marketing factors and relationship quality in cosmetics industry. The findings of this research can be summarized as follows. In order to examine the effects of relationship marketing factors and relationship quality on satisfaction which is a relationship performance, and the willingness to procure it again, this paper executed multiple regression analysis. The typical findings of this paper are as follows. The higher the specialty is, the better the brand image is, the higher customization and trust with customer are, the higher satisfaction and willingness to buy it again get. The analysis of relative influences of sub-factors revealed that trust was the strongest factor. In this paper, by revealing the effects of relationship marketing factors and relationship quality on relationship performance, empirically suggested the results which show the same findings as those of previous researches. This result can be a method to establish systematic education systems in places selling basic cosmetic products and in cosmetics companies.

• Journal of Distribution Science
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• v.22 no.3
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• pp.21-31
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• 2024

Purpose: The primary aim of this study is to explore how social media marketing influences customer purchase intention, focusing on the roles of customer engagement and trust as mediators. Research Design, Data, and Methodology: The investigation utilized an online survey conducted in Chinese on the Questionnaire Star platform. It targeted male and female consumers aged 18 and above who purchase products online, yielding 1107 valid responses from across major Chinese cities. Results: Analysis reveals that social media marketing significantly affects customer purchase intention in a positive manner. It also enhances customer engagement and trust, which serve as crucial mediating variables linking social media marketing to purchase intention. The study found that engagement and trust facilitate brand identification and alignment, thereby directly boosting purchase intention. Conclusion: The findings offer essential insights for businesses aiming to improve their social media marketing impact on consumer behavior. It highlights the importance of fostering user engagement and trust, as well as creating a favorable brand image. These elements are key to influencing consumer purchase decisions within social media contexts. The study advises businesses to engage deeply with consumers and build trust, providing practical recommendations for navigating the evolving social media environment towards sustainable growth.

• Management & Information Systems Review
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• v.31 no.1
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• pp.1-21
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• 2012

This study analyzes empirically the effect of the degree of interest in cultural marketing on corporate image and how the corporate images affect on consumers' clothes purchasing behavior through the case of a fashion brand, 'Uniqlo'. For this, Chi-square test and independent sample T-test were used for the verification of differences in frequency and average by general characteristics of respondents. To observe the effects between ration scales, it carried out a multiple regression analysis, and also, using AMOS16.0, it verified the suitability of the route model and estimated the coefficients for each route. From the result of analysis, it was found that degree of consumer's interest in cultural marketing affects on corporate images such as corporate confidence and marketing and the corporate image again is closely related to consumer's clothes purchasing behavior and satisfaction. In other words, the consumers who have greater interest in corporations using cultural marketing or who had participated in various cultural events are more likely to think that 'Uniqlo' is a reliable corporation who actively uses cultural factors in marketing. Likely, it was observed that the positive corporate image of 'Uniqlo' has a large influence on purchase of their products and also, it makes consumers feel as if they are participating in mecenat, thus increasing consumer's satisfaction after purchase. This study has a limitation in generalization of study result because it focused on a case of particular brand. However, it is still helpful for the empirical study for growth and reinvigoration of the market for cultural marketing, and through a case of leading corporation, it provides implications to the corporations who use or do not use cultural marketing.

• Journal of Distribution Science
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• v.20 no.2
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• pp.65-77
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• 2022

Purpose: This study aims to identify factors affecting the adoption of e-commerce by household businesses in Vietnam's food and beverage industry. Research design, data and methodology: The integrated TAM and TOE frameworks and ten hypotheses were developed to test the relationship between relevant factors. A cross-sectional survey was conducted to collect valid data from 992 respondents who run F&B household businesses in Vietnam. Results: The empirical research results confirm all proposed hypotheses that e-commerce adoption is affected by the perceived usefulness, the perceived ease of use, vendor support partners, social expectancy, competitive pressure, subjective norm, and household resources. Meanwhile, technical readiness, environment readiness, and organization readiness are intermediate variables that influence the implementation of e-commerce in food and beverage distribution. Conclusions: The findings suggest effective orientations to foster the food and beverage e-trading practice for household businesses in developing countries. Accordingly, to encourage private household businesses to adopt e-commerce, it is necessary to focus on improving business resources, technology readiness, environment readiness, and organization readiness through raising awareness of usefulness, benefits, perceived ease of use, and increased support of vendor partners. Future research can focus on improving the efficiency of e-commerce applications in F&B distribution for both household businesses and larger-scale enterprises.

• Korean Journal of Agricultural Science
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• v.45 no.2
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• pp.308-316
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• 2018

The Korean government introduced the $6^{th}$ industrialization in the agricultural sector to increase farmers' income and value-added agricultural products. The U.S. government has also supported farmers' efforts to increase their income and value-added products in a similar way even though the $6^{th}$ industrialization is not the usual concept in the U.S. Especially, direct-to-consumer and intermediated marketing is one of the main methods to increase farmers' income and value-added agricultural products in the U.S. The purpose of this paper was to analyze direct-to-consumer and intermediated marketing in the U.S., through a survey and frequency analysis. The results of this study are as follows: First, U.S. farmers have shifted their concern and efforts from direct-to-consumer marketing to intermediated marketing because intermediated marketing may offer higher value-added agricultural products. However, consumers' perception and interest are higher for direct-to-consumer marketing than for intermediated marketing of agricultural products and related services. Consumers also will increase the portion of consumption of agricultural products and related services through direct-to-consumer marketing. This difference between farmers and consumers may cause difficulties in increasing farmers' income and value-added agricultural products in the U.S. Korean farmers may have same problem in the future, even though they have not encountered it yet. Especially, the Korean government needs to develop the capabilities of farmers so that they can solve this problem.